Atlético de Madrid
Atlético de Madrid is one of the great clubs of European football. Its evolution as an entity and successive sporting successes have made it one of the most recognised and admired teams globally. Vasava has received the commission to update its visual identity, to face the current challenges, without renouncing the essence of the club.
114 Years of History. A legendary team gets revitalised.
This plan includes the updating of branding elements, the creation of a complete brand manual and the creation of an integrated communication concept that delivers the new brand positioning and reaches new fans.
Honouring the legacy by moving forward
The colours have been reduced to the fundamental tri-coloured code of Atlético de Madrid. We have removed black, brown, green and yellow, to give prominence to the core team colours of red, white and blue. The intensity and tone have been modified to match the first historical stage of the club. Rules of use have been established to ensure the right proportion of each hue on every single layout.
One new visual code has been introduced – the dynamic lines are a strong texture of lines representing the strength, dynamism, and fluidity of the team’s gameplay, as well as connecting it with the classic striped pattern of the team’s shirt.
The sharp inverted triangles of the A and the geometrical feeling of the letters was the starting point of the design of a new modern typeface – it has been optimised for the shirts’ legibility and display purposes – it is bold and strong but with a reminder of the history.
The crest has been renewed, empowering the club’s heritage while respecting the established formal structure. We have reinforced the identity elements that are part of the DNA of the club, and have recovered other visual elements such as the deep blue of the founding shield and the curved shape from 1903.